When it comes to marketing, the scene has changed completely. Back in the day, you could have seen some steady growth by distributing a couple of flyers or placing your adverts in a local newspaper.
Mobile technology has changed all of that and if business growth is what you are after, then choosing the right DSP is crucial. It can make or break your advertising campaign and either grow your business or leave it stagnant.
Choosing a robust DSP
The mobile advertising world is extremely fragmented. This is because there is a variety of browsers, applications and devices that are used. Therefore, a mobile DSP needs to be able to process these variables. All of these streams of data and processes demand that a DSP be built with a powerful architecture.
Before choosing your DSP, you need to do your due diligence and determine whether the mobile DSP vendor can handle the data. Together with handling incoming streams of data, the DPS also needs to be able to execute multiple advertising campaigns at once. They also need to be able to plug into several exchanges and networks and reflect real-time data.
Targeting capabilities
Using a mobile DSP can be meaningless if the adverts are pushed to the wrong audience. The data that the DSP uses to target an audience comes from first-and third-party sources. This allows them to build several segmented audiences and build algorithms to reach the right audience.
The most common targeting groups include contextual, demographic, geological, mobile carrier, OS, device attributes and in-app and mobile web audiences. If you want a DSP mobile breakdown that has even more advanced features, you can visit AdMixer and browse their comprehensive guide on DSPs.
Choosing a model that suits you
DSP vendors have figured out that their clients use DSPs for different reasons. As a result, they have also developed a couple of buying models to accommodate their clients. The most popular advertising buying models include cost per click, cost per mille, cost per install, cost per action and cost per view.
Your business or service will generally determine which buying model will suit your purposes the best. If you have a software business, then a cost per install might be a better option than a cost per mille or view. If you choose the wrong payment option, you could end up paying more for nothing.
Diverse adverts
The mobile DSP that is more likely to help your business grow is the DPS that has a large bank of supported ad formats. Advertising is not a one-size-fits-all business, and that is why you need to be able to explore and experiment with different types of ads to maximize user engagement.
Some of the more popular types of ads include rich media, video units, native ad placements and also interactive adverts. When you want to engage your audience with interactive ads that require them to touch, swipe or expand the ad, then the DPS needs to incorporate built-in modular units. The more options you have, the better.
Manual or assisted DSPs
As a business owner, it can be hard to entrust your entire advertising campaign in the hands of a computer algorithm. If you are a more hands-on type of person, then you could opt for a self-serve mobile DSP. This will allow you to customize your targeting, campaign settings and keep an eye on bidding and budgeting.
If the mobile DSP world is too confusing, then you could make use of a managed mobile DPS. An account manager will keep his or her finger on the pulse and give feedback on how the campaign is fairing. The biggest advantage of using this type of DSP is that you will have more time to spend on other aspects of your business.
In conclusion
The online world is extremely volatile and, in some cases, hostile. There are many scam artists about, but they need not be a problem for you when the DSP can detect false clicks through anti-fraud scanning software. The last thing that you want is your name dragged through the mud because of fraud. Ultimately, when you choose your mobile DSP, you need to do your homework and determine what you need.
